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Monday, 26 January 2015

There is no correlation between the size of the carrot and demand reduction at peak times!



Here is a very useful summary from a DECC report of the effects of price motivators on the extent to which domestic electricity users alter their consumption patterns.
There is one clear message:
They hardly do at all!

As predicted by Alex Laskey of Opower, consumers do not react to this sort of price message! (Interestingly, though, the average reduction is about 14%, which is what is needed to eliminate the early evening peak).

People react to peer pressure - so the useful communication is:

I shift my electricity time-of-use out of peak times, do you?

Tell your friends!